du Launches A Creative Production Entitled ’UpForIt’ To Honour Community Groups Who Contribute Daily To The Creation Of Miracles In The UAE (28 November 2017)

On the occasion of the 46th National Day Celebration

On the occasion of the 46th National Day, du is proud to launch a creative production entitled "UpForIt" as a tribute to all community segments who contribute to achieving and making the impossible possible in the UAE. The citizens and residents of the UAE turn challenges into opportunities on a daily basis to endorse the efforts of the UAE, to achieve glory in numerous international forums, and to raise the country's name to become one of the top globally developed countries. "UpForIt" is the name of the production created, in collaboration with the poet Ahmad Al Gafly and composer Khalid Nassir, to inspire people all over the UAE to overcome obstacles in their everyday lives.

"At du, we look at each National Day as an opportunity for us to reflect on the year, and to look to the future. In the Year of Giving, we want to champion those UAE residents and citizens who always rise to the task, and strive for greater things, mirroring the achievements of the UAE who have always been up for any challenge," said Abdulwahed Juma, Executive Vice President, Brand and Corporate Communications, du. "We have accomplished so much with in our 46 years, and I cannot wait to see the incredible, innovative people which will emerge from our nation in the future. Happy UAE National Day to all."

The creative production, "UpForIt", portrays the victories of multiple people facing challenges. The first person in the production, Fahad Mohammad Ali, is a man confined to a wheelchair who lost both of his legs due to medical complications. Through determination and perseverance he became a paraplegic athlete, who has now won gold and silver medals across multiple races. The video also showcases the triumphs of people achieving their goals. This includes; architects and construction workers completing a large project in the UAE, a marathon runner summiting a mountain, an astronaut, a graduate, and a firefighter, amongst others. Throughout the production, a choir sings the "UpForIt" song du created to inspire people across the UAE to overcome their personal obstacles.

du believes that nothing is impossible in the UAE, and strives to empower everyone in the country to rise to their own challenges. In support of this goal, du has collaborated with the Dubai Club for People of Determination, the Community Development Authority, and Kalimati Communication & Rehabilitation Centre to create a new sign, in sign language, to help everyone express 'UpForIt'. Further, in an effort to encourage people in the UAE to share their personal triumphs on social media, in light of National Day, du has also created the hashtag #UpForIt to spread the spirit of achievement, and inspire others to conquer their obstacles.